SMOC Keynote: Social Media Advertising vs. Search Engine Marketing

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WILL SAM BEAT OUT SEM?Aaron GoldmanCMO, Kenshoo

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SAM, I Am

SAM = Social Advertising Marketing

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Say What?

SMO = Social Media Optimization

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SAM, I Was

SMA = Social Media Advertising

MY ACRONYM!

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What’s in a Name?

SEM vs. SEO Search Engine Optimization

Search Engine Marketing

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What’s in a Name?

SEM vs. SEO Search Engine Optimization

Search Engine Marketing

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What’s in a Name?

Owned, Earned, PaidSocial Media Optimization

Social MediaAdvertising

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What’s in a Name?

SMO vs. SMASocial Media Optimization

Social MediaAdvertising

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How Do You Search?

Ask Jeeves? Ask Jim? @Jamayka?

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How Do You Find?

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How Do You Find?

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How Do You Find?

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How Do You Buy?

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How Do You Buy?

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SMA vs. SEM

SMA

SEM

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How Do You SEM?

KeywordsAd CopyBidsURLsRepeat

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Keywords Precise Audience DefinitionAd Copy Mass Message CustomizationBids Real-time ValuationURLs Point of Need DestinationRepeat Continuous Optimization

How Do You SEM?

KeywordsAd Copy Bids URLs Repeat

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So, How Do You SMA?

Precise Audience Definition Social Graph TargetsMass Message Customization Ad PermutationsReal-time Valuation Bid ManagementPoint of Need Destination Brand AssetsContinuous Optimization Repeat

Precise Audience DefinitionMass Message CustomizationReal-time ValuationPoint of Need DestinationContinuous Optimization

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Social Graph Targets

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Social Graph Targets

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Social Graph Targets

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Social Graph Targets

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Ad Permutations

Which is SEM and which is SMA?

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Ad Permutations

Ad Groups Ain’t Only for SEM!

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Ad Permutations

Ad Groups Ain’t Only for SEM!

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Ad Permutations

Monday Tuesday Wednesday Thursday Friday Saturday Sunday50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

110.00%

120.00%

130.00%

140.00%

CTR %

CPC %

Source: Kenshoo Social Retail Customer, 6 months data

Like SEM, Higher CTR = Lower CPC

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Bid Management

Look Familiar?

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Bid Management

Look Familiar?

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Brand Assets

Apps, Pages, Objects, Oh My…

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Continuous Optimization

Social Metrics: Social Impressions, Likes, etc.

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Continuous Optimization

Social Metrics: Social Impressions, Likes, etc.

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Continuous Optimization

Social Metrics: Social Impressions, Likes, etc.

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So Who Will Win: SMA or SEM?

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So Who Will Win: SMA or SEM?

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So Who Will Win: SMA or SEM?

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So Who Will Win: SMA or SEM?

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I Believe the Children Are Our Future…

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I Believe the Children Are Our Future…

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I Believe the Children Are Our Future…

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Googley Lessons

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Eric Schmidt, 2002

“The mistake we always make is we assume the success in the next 10 years will be the same as the success in the last 10 years.”

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Grateful Lessons

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Social Media = Marketing Without a Net

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Social Media = Marketing Without a Net

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Speaking of No Net…